Cumberland Farms is looking to rebrand 600 to 700 convenience-store locations across the country over the next five years, according to a registration statement filed July 2 with the U.S. Securities and Exchange Commission.
The filing is for a proposed initial public offering, the company said July 2.
EG Group this year rebranded to Cumberland Farms, the name of its flagship convenience-store brand in the United States, headquartered in Westborough, Massachusetts. It previously operated under the EG America banner for its U.S. business. As of Jan. 1, Cumberland Farms had a total of 1,464 U.S. sites, including company-operated locations, proprietary fuel sites and food outlets. Of that number, 643 are Cumberland Farms-branded locations as of March 31, according to the filing. The company operates 10 other proprietary brands in the United States.
- EG America, now Cumberland Farms, is No. 6 on CSP’s 2026 Top 202 ranking of convenience-store chains by U.S. store count.
Rebrands already underway include the company’s Tom Thumb sites in Florida and its Sprint sites in Georgia and South Carolina, with 55 and 13 sites completed as of April, respectively, according to the filing. In addition, the company completed the conversion of nine recently acquired Neon stores in the Northeast. The company also is rebranding 101 Loaf ’N Jug sites across Colorado.
“We plan to introduce Krispy Krunchy Chicken into 40 of these rebranded Loaf ’N Jug locations, further strengthening our foodservice offering and driving additional site profitability,” the company said in the filing. “We believe the early success of these rebranded sites demonstrates a repeatable rebranding model that delivers a rapid performance uplift when converting regional brands to the Cumberland Farms brand.”
Plans are for about 300 Krispy Krunchy Chickens in 300 locations by 2028 and in 500 by 2030, according to the filing. Plans are for 150 Krispy Krunchy Chicken locations by the end of 2026, according to officials. Early stores have delivered “compelling returns” and helped boost fuel and in-store sales at established sites, officials have said.
“The Krispy Krunchy Chicken fried chicken concept has demonstrated compelling unit economics and strong customer response where it has been deployed,” the company said in the filing, adding that the largest component of its foodservice offerings is its Farmhouse Blend dispensed coffee program.
“We have rolled this out across our banners, and it serves as the anchor offer within our SmartRewards loyalty program,” Cumberland Farms said.
Annual refresh target: 60 stores
In addition, the company has a refresh target of about 60 Cumberland Farms stores each year, with the number of refreshes expected to grow over time as other banners become Cumberland Farms stores, Cumberland Farms said in the filing.
The company said in the filing that it plans to extend the Cumberland Farms brand beyond its historical regional footprint by growing it across its broader United States network, “creating a unified and cohesive brand identity.”
“As part of this strategy, we intend to rebrand most of our remaining banners in the United States to Cumberland Farms, supported by targeted forecourt and in-store upgrades designed to deliver the elevated customer experience associated with the brand,” the company said.
Currently, Cumberland Farms operates 1,464 sites in the United States, including company-operated locations, proprietary fuel sites and food outlets.
According to the filing, key proprietary banners, and the number of locations, as of March 31 were:
- Cumberland Farms: 643
- Turkey Hill: 255
- Loaf ’N Jug: 139
- Kwik Shop: 112
- QuikStop: 93
- Tom Thumb: 60
- Certified: 59
- Fastrac: 52
- Minit Mart: 24
- Sprint: 22
This list does not include 77 sites in the Pennsylvania and Ohio regions acquired in the Coen Markets acquisition, which closed on June 1, according to the filing.
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